Search volume: its role in advertising campaigns
Posted: Thu Jan 23, 2025 7:17 am
Contextual advertising is advertising "in the context" of the belgium whatsapp number database search query and the individual characteristics of the user, such as the city where he is located. With the right approach, your offer will be seen by people who are looking for something similar. And you will not have to spend a lot of time and effort on carefully developing the site - as, for example, with SEO promotion.
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To make this possible, when creating a campaign, you need to specify the audience characteristics and keywords that you want to show your ad to users when they enter them. You also need to enter negative phrases — queries that your ad should not be shown for. Before that, you need to check the frequency of keywords, that is, find out how many times a month users enter these phrases. This way, you can guess how many people will see your ad.
Keyword and negative keywords
The list of keywords will help show the ad to potential future buyers, and negative phrases will help to separate uninterested users
“
Our company offers IT services in the B2B sector. In advertising campaigns, we most often use high-frequency queries that increase traffic to the site to expand the funnel. This is what we did in the new campaign. We prepared keywords, divided them into groups, and created advertising texts for each of them. In the first days after the launch, traffic to the site increased 3 times. The bounce rate was 27%, which is considered average for us. Intermediate indicators were normal. Two weeks after the start of the advertising campaign, we received several applications, but they were from individuals. It became clear that we were driving low-quality traffic to the site. We decided to start more actively cleaning up key phrases using negative words. We rechecked the advertising messages, emphasized that the service is for business. We tested the advertising campaign for another 2 weeks. The main goal was not achieved - there were no quality applications. What to do? A decision was made to turn off the advertising campaign.
The usual strategy did not work. Why? Because the new service intersects with the B2C sector, which, unfortunately, was not taken into account. Then they decided to test another hypothesis, which assumed a change in the type of requests. Now there was one group with low-frequency keys, and the emphasis was on the target action (buy, order, install). And already on the second day of the advertising campaign, the first application came, which turned into a quality lead.
Get an audit from Tochka Reklamy for free
Register to get analysis and advice on developing your website, VKontakte community, store on the marketplace or Avito
To make this possible, when creating a campaign, you need to specify the audience characteristics and keywords that you want to show your ad to users when they enter them. You also need to enter negative phrases — queries that your ad should not be shown for. Before that, you need to check the frequency of keywords, that is, find out how many times a month users enter these phrases. This way, you can guess how many people will see your ad.
Keyword and negative keywords
The list of keywords will help show the ad to potential future buyers, and negative phrases will help to separate uninterested users
“
Our company offers IT services in the B2B sector. In advertising campaigns, we most often use high-frequency queries that increase traffic to the site to expand the funnel. This is what we did in the new campaign. We prepared keywords, divided them into groups, and created advertising texts for each of them. In the first days after the launch, traffic to the site increased 3 times. The bounce rate was 27%, which is considered average for us. Intermediate indicators were normal. Two weeks after the start of the advertising campaign, we received several applications, but they were from individuals. It became clear that we were driving low-quality traffic to the site. We decided to start more actively cleaning up key phrases using negative words. We rechecked the advertising messages, emphasized that the service is for business. We tested the advertising campaign for another 2 weeks. The main goal was not achieved - there were no quality applications. What to do? A decision was made to turn off the advertising campaign.
The usual strategy did not work. Why? Because the new service intersects with the B2C sector, which, unfortunately, was not taken into account. Then they decided to test another hypothesis, which assumed a change in the type of requests. Now there was one group with low-frequency keys, and the emphasis was on the target action (buy, order, install). And already on the second day of the advertising campaign, the first application came, which turned into a quality lead.